Strategic insightsMaking Sense of Social Media Monitoring and Sentiment Analysis

Ever since social media started to take off, so has the growing industry of social media monitoring and subsequently, the art of sentiment analysis. I have written about it several times before, for instance in 2011 when I wrote "I Would Rather Have Bacon Than Klout".

But many are asking what to do about it, mostly because it's very hard to do right. So in this report we are going to look at this from a strategic and business perspective. We'll look at what is useful to do and what is not relevant at all, what the obstacles are, and what does and doesn't make sense.

What it really is

Before we start, let's just get the definitions of social media monitoring and sentiment analysis out of the way. The concept for both are perfectly simple.

Social media monitoring is the act of gathering everything that happens about your brand on the social channels. That's all the things people are saying, the links people share about you, the number of likes, hearths, and so forth.

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